Here are some reasons affiliates choose PPC advertising. This applies to those new to affiliate marketing.
The advantages.
Very short learning curve.
If you put some time (and money) into PPC advertising, you can master it in 15 to 30 days. All you need to know is your CPC, CTR and ROI! Compare this with mastering search engines like Google. Shall we say, it takes a minimum of 6 months?
Helps you choose the best affiliate program quickly.
Select a merchant. Upload some ads. Note the conversion rate/tracking etc. Within a few days, you know if the particular merchant is worth the time.
Better revenue growth possibility.
First, figure out how to make $1000 a month. Once you do, it is easy to increase to $10,000. All you need to do is more keyword research!
Stability of income.
Your income is almost assured, once you get a few things right. There is absolutely no need to worry about Google updates anymore! PPC listings give you a lot of peace of mind. Why? It is more stable than search engine listings.
Better conversion rate.
You have continuous feedback, in the form of sales. Keep changing your website until you get the best conversion rate. In case of free listings, once you make a change, you need to wait for the next googlebot visit. Then, you have to wait to see how the traffic responds.
Conclusion.
Comparing free google listings with PPC advertising is like comparing apples with oranges. Both have their own advantages and disadvantages.
For a content site, using a bunch of affiliate links, PPC advertising may not work. PPC advertising is generally for those who build sites, for the sole purpose of making a sale.